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Alan O’Neill: To build a global brand you must reach out to consumers

· August 19, 2018 ·

While the Irish connection may have helped at some early stage, I’ve no doubt each of these brands has achieved global stardom based on the merits of the products themselves. To rely on the diaspora to drive scale is a risky strategy. How then can brands like Oscar Wilde Water become a global success story? The ChallengeAs a commodity product, I’m sure there are literally thousands of water brands around the world. Consequently, even premium waters like Oscar Wilde Water will find themselves working on low margins in such a competitive marketplace. When margins are tight, finding sufficient funds to spend on marketing in the early days can be a real issue. When you’re up against global brands that are well established from years of big marketing budgets, that’s tough. That challenge shows itself with getting listings with distributors in the first place. There are long lines of premium water companies already vying for space with global distributors. Why should any one suddenly start selling Oscar Wilde Water? After all, they are like supermarkets with limited ‘shelf space’ in their product portfolios. For Oscar Wilde Water to be a success, it will have to displace other brands. The second challenge… Read full this story

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